SAURABH SINGH’s Post

Classic case study about how to revive a sinking brand. One of their reviving strategies was like this: Earlier they used to sell bikes and did marketing like that only. Later they changed their marketing strategy. They used to advertise like they are selling dreams not bikes. One of their key advertising line was, "Jab bullet chaale duniya raasta de. (When bullet runs, world gives them road)". Now people can feel the brand value of Royal Enfield in their personal life. This, along with many other revival startegies proved to be a game changer in reviving this brand.

Royal Enfield a Legendary Heartbeat  Siddhartha Lal became the CEO of Royal Enfield in 2008. Recognizing the deep-rooted connection bikers had with Royal Enfield's classic design and iconic thump he made a bold decision. Instead of following trends, he preserved the brand's heritage and introduced modern technology and the thump echoed louder than ever. Lal's belief in the brand's potential led him to invest in R&D. Recognizing the power of a community, He engaged in the ecosystem around Royal Enfield. Through events, rallies, and strategic social media engagement, a passionate and loyal global community emerged. It wasn't just a bike; it was a shared passion that spanned continents, and the Royal Enfield roar was heard worldwide.The brand, once familiar with Indian roads, had become a global phenomenon. The United States and several European countries embraced Royal Enfield, making it a global lifestyle brand. The thump now echoed on every continent. The Classic series, the Himalayan adventure tourer, and the Continental GT café racer catered to various segments, ensuring there was a Royal Enfield for every rider. Each Royal Enfield was not just a ride; it was an example of precision and reliability. The gears turned smoothly, the thump resonated powerfully, and Royal Enfield became a symbol of quality. Siddhartha Lal's leadership has not just revived a brand; but a legend. #Leadership #Innovation #RoyalEnfield

How Royal Enfield became an EMOTION...? (and survived bankruptcy) 👇 While the board had decided to shut down Royal Enfield around 2000, a young gun wanted to give it a try. Who? Siddhartha Lal, son of Vikram Lal (CEO of Eicher Motors), channelled all his energy into resurrecting the brand. At present, motorcycles contribute to over 90% of the company's sales. So how did this turnaround happen? 1️⃣ Understand Consumer's Problems: Siddhartha Lal (SL) started to live the buyer's life. While on long bike rides, he realised how gears should be on the left side for convenience, the need for self-start, etc. 2️⃣ Low Maintenance Cost: The sales had dipped not because the bike was expensive but because the maintenance cost was too high. The reason behind this was faulty manufacturing which resulted in the engine getting choked or leaking from pipes. 3️⃣ Building a Loyal Fan Base: SL launched the "Be The Change" campaign and made people connect with the brand beyond the bikes. He launched adventure trips, mountain bike rides, formed clubs like "Rider Mania" in Goa. All these led to a loyal community which keeps growing everyday. Today people are ready to wait for 2-4 months to own an Enfield. All credit goes to Siddhartha Lal and his team :) . . . #casestudy #royalenfield #bike #junoschoolofbusiness

How does an older product appeal to a younger generation? This was the same question I asked myself when Royal Enfield was preferred over the flashy KTM's by my colleagues. The magician who made it possible was Siddhartha Lal. When he became the CEO of RE in 2000, he had the mammoth task of removing the "Uncle Bike" image of the brand and restructuring the dying company. It is an interesting underdog story how the RE brand went from this position to capturing the 350cc segment of Indian Motorcycles. Lal focused on aspects like improving the manufacturing quality, building a lifestyle brand format around RE, and forming a strong riding community for Royal Enfield. This essentially created confidence in buyers that the bike would not break down unexpectedly like their predecessors (It's an old joke that RE bikers travel with mechanical kits). The lifestyle brand image pulled in the wanderlust crowd, and the riding community increased the loyalty of the brand among buyers. Lal pulled the trump card by supplying the bikes to the Armed Forces, which increased the "Macho" image of the brand. In the years to come, Royal Enfield introduced models like Thunderbird, Interceptor, Meteor, Hunter, etc., to appeal to a younger audience, which turned out to be quite successful. But still, they always strike a perfect balance between modernization and old-age charm to stay true to their roots. Guess what? Still, the Classic 350 tops the charts for Royal Enfield in terms of sales, but it is the models like Hunter, Meteor, Interceptor, which allow them to stay relevant to modern times by being the pathway for them to pull in the younger audience to the bullet culture. And that is a master class I learned from Lal, which is a lesson for all of us on how to revive and restructure a dying brand while preserving its authenticity , when all the odds are against you. #RoyalEnfield #SiddharthaLal #IndianMotorcycle #Classic350

Royal Enfield Motors is strategically focusing on amplifying its international business by leveraging a three-pronged approach for sustained growth. The brand has earned a leading position as the highest-selling motorcycle brand in the 250cc-750cc segment in India, Korea, and the UK. It also stands as the second-largest brand in Thailand and holds the third position in France, Italy, and Australia. The company has witnessed substantial expansion in its international sales over the past five years, primarily attributed to its updated motorcycle portfolios, deep-rooted British heritage, and a targeted approach to global market penetration. With this strategy, its international revenue has surged from Rs 379 crore in FY19 to Rs 2,080 crore in FY22. In key regions like the Americas, Royal Enfield has successfully attained over 7% market share in the 250cc-750cc motorcycle segment. Similarly, it has secured a commendable 9% share in the Asia-Pacific region, Europe, and West Asia. Siddhartha Lal, Managing Director & CEO of Eicher Motors Ltd, emphasized Royal Enfield's prominence in several global markets. Lal further expressed confidence in the brand's growth prospects in international markets, citing a strong product lineup, expanding premium store network, and extensive retail touchpoints globally. Over the past few years, Royal Enfield has launched multiple motorcycles in the mid-sized superbike market (250cc-750cc), including the 650 Twins, Meteor 350, Classic 350, Hunter 350, and Super Meteor 650. These introductions have significantly contributed to the brand's market share expansion across various international markets. Moving forward, the company aims to bolster its global business by introducing more products tailored to the unmet demands of the mid-sized motorcycle market worldwide. It also plans to extend its retail presence and reinforce its global assembly capabilities for faster market outreach. . . . #TheTatva #TatvaNews #India #RoyalEnfield #Bike #MotorCycle #UK #Korea #SouthKorea #Thailand #Australia #France #Italy #Europe #Asia #Brand #Growth #Global #Market #Industry #Grow

Today I came across a very beautiful and inspiring story of a well known brand Royal enfield india. From the brink of closure to dominating a niche, Royal Enfield's journey is a testament to strategic vision and execution. Here's how they did it: 📉 The Decline (Pre-2000s): Legacy Brand, Modern Misfit: Struggled against contemporary competition in India. Reliability Issues: Known for frequent breakdowns, tarnishing the brand. Lack of Focus: No clear target audience or differentiation. 🔄 The Turning Point (Early 2000s): New Leadership: Siddhartha Lal identified and tackled core issues. 🔧 Revolutionary Strategies (2000s onwards): Focus on Reliability: Improved quality and performance. Embracing Heritage & Lifestyle: Marketed as a "pure motorcycling experience," leveraging nostalgia and individuality. Community Building: Fostered loyalty through rides, rallies, and meet-ups. Strategic Marketing: Targeted middle-aged, tech-savvy demographics with storytelling and digital campaigns. Product Diversification: Introduced models like the Interceptor 650, broadening appeal. Global Expansion: Tapped into international markets, building a global following. 🏆 The Outcome: Dominated the mid-size motorcycle segment in India. Cultivated a loyal global fanbase. Established as a brand synonymous with adventure and distinct motorcycling experiences. 🔮 Challenges Ahead: Innovating while maintaining brand identity. Adapting to electric vehicle technologies. Balancing global growth with core values. Royal Enfield's resurgence is a masterclass in strategic brand revitalization. They’ve not only survived but thrived, turning their legacy into a lifestyle. 🚴♂️🌍 Would love to know your views on this. #RoyalEnfield #BrandStrategy #MotorcycleIndustry #BusinessTransformation #Leadership #Marketing #CommunityBuilding

Core competence and Competitive advantages of Royal Enfield: Building a Unique Position in the Motorcycle Industry. Royal Enfield, the iconic Indian motorcycle brand, stands as a prime example of establishing a strong competitive advantage through its unique identity and heritage. 🔶️ VRIN Framework Analysis: 1. Valuable:* Royal Enfield motorcycles hold emotional value for their riders, evoking a sense of adventure, heritage, and individuality. This is fostered by their distinctive design language, inspired by classic models, and their reputation for durability and reliability, proven through challenging terrains like the Himalayas. 2. Rare:* The brand leverages its historical legacy, dating back to 1901, which very few competitors can match. This scarcity contributes to the exclusivity and authenticity perceived by customers. 3. Inimitable:* Royal Enfield's engineering capabilities allow them to create unique engine configurations and production processes that are difficult to replicate. This is evident in their single-cylinder, air-cooled engines, offering a distinct riding experience. 4. Non-substitutable:* The emotional connection and riding experience offered by Royal Enfield motorcycles are not easily replaced by other brands. Their focus on community building and adventure-oriented events further strengthens this non-substitutability. 🔶️ Relationship to Core Competence and Competitive Advantage: Royal Enfield's VRIN attributes collectively contribute to its core competence: building unique, heritage-inspired motorcycles that evoke an emotional connection with riders. This core competence translates into a competitive advantage by enabling them to: • Command premium pricing: Customers are willing to pay more for the unique value proposition. • Attract and retain a loyal customer base: The emotional connection fosters brand loyalty and advocacy. • Differentiate from mass-market competitors: Their focus on heritage and individuality sets them apart. 🔶️ Conclusion: Royal Enfield's success lies in its ability to leverage its VRIN attributes and core competence to create a distinct brand identity and riding experience. This competitive advantage allows them to thrive in a crowded market, attracting customers who value individuality, heritage, and adventure. #suryathankappan #royalenfield #mba2022-24 #mbafebruary2024 #strategicmanagement #ekta -------------------------------------------------- Dr. Sudeep B. Chandramana MACFAST (Mar Athanasios College for Advanced Studies Tiruvalla)

From the brink of bankruptcy to selling 300k+ motorcycles a year, Royal Enfiled became the big hot shot 💪 Things were not looking good for the classic Indian motorcycle company Royal Enfield back in the 1990s. With rising competition from Japanese brands, falling quality, and outdated designs, monthly sales had dropped to just around 2,000 units. It seemed destined for the junkyard. --> In Early 2000s Siddhartha Lal took over with a vision to rebuild Royal Enfield listening to customer needs. He invested heavily in R&D and personally test drove hundreds of kilometers, resulting in: 🛠️ Modern twin-spark engine with signature thump retained 📈 Better engineering and supply chain 💲 Competitive affordable pricing 🎨 Vintage styling drawing on 1950-60s models --> 2005 onwards:  Company focused on the target customer Extensive first-hand market research led Lal to keep Royal Enfield's vintage styling intact while modernizing the components that mattered to riders. The signature thump and kickstart experience remained, but got integrated better engines and transmissions. --> By the year 2010: Sales were accelerating because the customer's perception improved Word of mouth about dependability and riding comfort started changing perceptions. Younger aspirational consumers now viewed Enfield bikes as affordable luxury, reflecting their values. Competitive pricing expanded accessibility further. --> 2015 onwards: Enfileds gained a CULT status By retaining the nostalgic retro charm while improving reliability-- Royal Enfield sales galloped past 50,000 units in 2010, then crossed 300,000 by 2014.  Today, this homegrown two-wheeler sells over 700,000 annually as a cool lifestyle brand. --> Key Takeaway: There should be a balance in heritage and meaningful innovation Lal demonstrated an insightful balance between playing into Royal Enfield's heritage strengths while innovating to align with emerging consumer expectations. The result? An iconic comeback for the ages reminding everyone to never to loose your brand's soul. Do you remember any other timeless brand revival stories? #royalenfield #casestudy

🚲 Confirmation that Kona has seen better days, like many in the Bike Industry When you ride one of their bikes you feel more of a connection to a brand, perhaps even an emotional connection 💸 For Kent Outdoors, who picked up the Kona brand a couple of years ago, there are no such emotional considerations - They are not prepared to wait another year or two for the market to recover and return to profitability - And why should they? For them this is strictly business, and if a commercial arrangement isn't working out, then it's time to sell up and move on 🚲 Some of Kona's UK distributors, however, put the blame on Kent Outdoors' shoulders, saying their decision to slow down production caused a shortage of Kona bikes (a different story entirely from the post-covid bike overdose scenario) - In other social media, I've heard stories of Kona dealers offering 'buy one get one free' deals As usual in the Bike Industry it's perfectly possible for things that seem mutually exclusive to exist at the same time 🚲 It now looks like the Kona name will be sold in similar fashion to the recent Wiggle/CRC scenario - so don't tell Mike Ashley! 🚲 For all the workers laid off, I wish you the best of luck, and a speedy return to paid employment ________________________________________ As a bike fan and Business English coach I regularly post on both topics, follow or connect if you don't want to miss any updates https://lnkd.in/d9Z-2gdY

Every Indian loves Royal Enfield but do you know their story? (Just a two minute read, I promise 😁) Ask 5 random guys to tell you what their favourite bike is 🤔 3 out of 5 will tell you it's royal enfield One crazy fact is it is manufactured in Chennai by Eicher motors. (yeah , the truck company 👀) What's so special about them and what's their story ? It all started in 1891 when Bob smith and Albert eadie bought a needle manufacturing company. (yeah , Initially it was started in Britain🇬🇧) That needle company transformed into a motorcycle company known as royal Enfield🤩 They became popular when they started selling motor bikes to world war 1 soldiers (Can you imagine how durable a bike should be to driven in a warzone 😤 ) It got even crazier during world war 2 the bikes were dropped from the planes into the enemy borders. So the transportation of soldiers can be done easily. Some experts claim that Royal Enfield played a key role in World war 2.💯 No other bike has such a rich history,I repeat none. But to your surprise Royal enfield fell drastically in 2000s😔 that selling even 5000 bikes a year was tough That's when Eicher motors from India bought that and after that.... (You know what happened after that) They become one of the iconic bikes of India .💫 Royal Enfield became a part of Indian culture. What's your take on the history of royal enfield? I would love to hear from you in the comments 🗨️ PS: Countries which fought against Hitler used Royal enfield :)